On ClickZ, Susan Kuchinskas reports that WPP's 24/7 and MediaMind have inked a new partnership which could mean convergence is ever-closer as data-driven, addressable media comes to TV. Kuchinskas quotes DG MediaMind SVP Andrew Bloom who "said that MediaMind and 24/7 have been working on deeper integration to allow joint customers within WPP using MediaMind to more easily access the audience insight and buying capabilities of ZAP (Zeus Audience Platform). (...) Next, the two companies will work on dynamic creative optimization, allowing MediaMind's Smart Versioning product that lets advertisers optimize creative based on audience information access ZAP's audience data." A particularly good deal for MediaMind - a holding company "blessing". WPP, meanwhile, looks for solid options other than Google. Read more. And, read the release.

Hecht At Weather Channel

In Ad Age, Curt Hecht discusses his new role at The Weather Channel with Ad Age's Jason Del Rey. Del Rey writes, "Mr. Hecht said he envisions great opportunity for the brand to build out its offerings in mobile, where it has already experienced success, as well as multiscreen experiences. He also wants to improve the channel's international presence, especially in Europe." Read more. And, read the Weather Channel's press release on Hecht's hiring.

41st Amendment

AdTruth (AdExchanger Q&A 2011) owners, 41st Parameter, announced a Series D round of financing of $13 million to bring the company's grand total to 38.1 million since inception (Crunchbase). According to the release, "The new funding will be used to further fuel R&D -- focused on both the flagship FraudNet platform and the AdTruth pro-privacy digital media device recognition division." Focused on finance and ads, it's interesting to see a company that spans two different verticals with two different offerings. Read the release.

Natural Born Clickers Redux

What is it about Saturday that makes people click on ads more on Facebook? That's what new data shows from TBG Digital. Brittany Darwell explains to the unitiated on the Inside Facebook blog, "Facebook ad clickthrough rate is closely tied to cost per click and cost per impression. Ads with higher CTR are generally served more frequently. When ads have lower CTR, advertisers typically have to increase their bid price to get the same number of impressions. Facebook advertisers who want to maximize the CTR of their ads might decide to shift campaigns to the weekend when the averages seem to be in their favor." The "lean back" of the weekend appears to create more clicks, more engagement in a social environment. Read more.

Digital In China

The Boston Consulting Group has release a new report on the growth of digital media in China. Lots of interesting stats and prognostication. "In 2011, Chinese consumers spent 1.9 billion hours a day online—an increase of 60 percent from two years earlier. This surge was powered by both an expanding Internet user base and a greater online presence. The average time online per person increased from 2.8 to 3.6 hours per day between 2008 and 2011. Chinese users average about an hour a day more online than U.S. Internet users. Television viewing, meanwhile, declined from 1.7 to 1.4 hours during those years." Read it (sign-up required).